INVESTIGATING THE CORRELATION BETWEEN COLOURS AND SYMBOLIC ATTRIBUTES

Abstract: Colour has been studied from multiple points of view: naming, perceptual effects, physiological effects, psychological effects, curative effects, etc. The correlation of colours with symbolic attributes has been understudied. An experiment was designed to investigate the correlation between colours and symbolic attributes. There were selected 24 meaningful colours and 24 symbolic attributes. The experiment was run with 549 participants. Since the two variables are categorical, the Chi Square test was applied, and the result indicated the existence of a colour-attribute correlation. Also, the strongest correlations has been indicated in the paper.